As a shrinking economy makes way for more moderate styles, Pure Fashion is a voice for modesty.

The article also includes a video of Pure Fashion members talking about what the modesty movement means to them.

March 11, 2009. A headline story in the March 8,
2009 issue of USA Today notes that a new trend
is underfoot in the fashion world: as the economy shrinks
and shoppers think twice before they buy, retailers are listening
more carefully to what their consumers really want. And it
is now, says author Jayne O´Donnell, that organizations like Pure
Fashion are making an impact.